Would you be irritated or overjoyed if scientists found a cure for heart disease and didn’t tell you about it because they didn’t want to appear pushy?
And have you ever been angry at being offered help you didn’t know you needed at that exact time?
I think many entrepreneurs forget that marketing, when done right, is not about manipulating the people who are ABLE to pay you into paying you no matter what; and more a way to complement each other and pair up things that are of mutual value.
Because really, if you’re the kind of business owner who created her business to HELP people, then NOT telling them that help is available would be withholding valuable information.
Not wanting to *appear pushy* is really just an act of self-preservation. What it’s really saying is “I’m afraid I’m not good enough and I don’t want to run the risk of being given hard evidence that this is true!”
Because then the only other option is for your audience to stumble across you which is not only unpredictable but also rare (because how COULD they stumble across your self preserving ass when you don’t market yourself) making you sit anxiously nibbling one pistachio after another.
WHIIIICH is basically a recipe for the entire bucket of existential angst that will accumulate drop by motherfucking drop because what-if-they-hate-me-if-I-show-them-I-can-help-them…
Marketing done well is not about manipulating any Tom, Dick, or Harriet who CAN pay INTO paying you NO MATTER WHAT…
It’s about matching what you offer with what they need…
It’s the difference between being a client’s choice and you choosing which clients you desire to work with.
It changes the entire game…
…in their favor…and yours.
There are no losers. Everyone’s a winner.
Allow me to change your perspective:
Marketing is an act of service you’re using AS A TOOL to get people’s attention, with a bright neon sign, that you’re here to positively change their lives!
And money is the TOOL we use to communicate that ‘value’ in modern terms. It is a side-effect.
You’re doing them a favor! You’re presenting them with the cure for their aches and you make it easy to gain access to it.
When you market with from that angle, you couldn’t be pushy if you tried. You’d be heroic.